Impact of the COVID-19 pandemic on the hotel strategy: Introductory assessment

Králiková Andrea (), Ryglová Kateřina () and Zámečník Silvie ()
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Králiková Andrea: Department of Marketing and Trade, Faculty of Business and Economics, Mendel University in Brno, Brno, Czech Republic
Ryglová Kateřina: Department of Marketing and Trade, Faculty of Business and Economics, Mendel University in Brno, Brno, Czech Republic
Zámečník Silvie: Department of Management, Faculty of Business and Economics, Mendel University in Brno, Brno, Czech Republic

Czech Journal of Tourism, 2022, vol. 11, issue 1-2, 1-13

Abstract: The pandemic COVID-19 led to almost “zero tourism” worldwide, with unforeseen consequences for a certain period of time. The hospitality industry was one of the hardest hit sectors of tourism, resulting in unprecedented versatility of lodging establishments. This paper examines the impact of the COVID-19 pandemic on the hospitality industry, focusing primarily on the socio-demographic aspect of domestic demand in the Czech Republic. The gender of guests was found to have a strong impact on various safety requirements, such as maintaining a safe distance, reduced hotel capacity, or provided disinfection. In addition, women rated all COVID-19 measures higher than men. Other socio-demographic aspects, such as age and education, also have an impact on safety requirements. Consequently, the research findings can help develop new hotel strategies that keep the guest experience and profit optimization in mind.

Keywords: hotel industry; COVID-19; safety; demand requirements; tourist behavior (search for similar items in EconPapers)
JEL-codes: Z30 Z31 Z32 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:cjotou:v:11:y:2022:i:1-2:p:1-13:n:1

DOI: 10.2478/cjot-2022-0001

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